Topics of The Times; The Geography of Nowhere

Published: March 1, 1995

The cultural historian George Steiner describes Anglo-American culture as a "blanket" that could one day cover the world, extinguishing all that is local and culturally unique. The creeping sameness is clearly evident in multinational advertising, with golden arches and Coca-Cola logos multiplying across the globe.

But now comes a backlash, provoked by the Benetton apparel company's advertising in Germany. Benetton licensees there have obliterated the franchise name from their shops and sued to sever relations with the parent company. The ad that did it shows a man's arm tattooed with the words "H.I.V. positive." It reminded many Germans of tattoos placed on holocaust victims during World War II. A poll last year by the German weekly magazine Der Spiegel found that 84 percent of Germans surveyed found Benetton's ads distasteful.

We may yet arrive at the bland sameness George Steiner talks about, but for now, at least, local history -- and local sensibility -- are holding their own.